Retailers are trying to lure the limited spending money of shoppers this Black Friday by offering more deals and sales, and one study claims consumers are increasingly turning to digital media to find the best deals.

The study by Shopper Sciences, a retail marketing and shopper insights consultancy, found that nearly half of consumers polled said they would spend more time doing online research before making a purchase.

New technology is likely to be this year’s game-changer, the study found.

Nearly half the respondents plan to use smart phones to help make purchases, according to the study. The use of Twitter, Facebook and texts can help shoppers find the best deals in real time.

It is a trend that has increased by more than 300 percent from last year’s Black Friday, the study said.

Retailers are seeing that increase translate into more followers on Twitter and more "likes" on Facebook. More than a third of shoppers are connected to retailers online, the study said, citing special offers, deals and exclusive coupons as the main impetus to the trend.